Are Bowlers also Golfers?
Long-time client, The Island challenged us with an opportunity… Determine if we could generate incremental business from some 65,000 bowlers descending on Baton Rouge for a five-month tournament. We conducted the market research and it showed that many bowlers are also golfers (31%), so we provided a recommendation. How did it work out?

The Approach
We quantified the opportunity, outlined a strategy and presented a budget recommendation to our client. We sifted through the numbers of potential new golfers, picked the appropriate advertising vehicles, which included direct mail inserts to generate advanced reservations then full-page ads in Welcome Guides to steer new arrivals to The Island. We even uncovered strategic insights such as that bowlers stick together as five-man teams and prefer to play golf as a “five-some.” They’ll also pay for quality rental clubs. That learning affected our creative approach.

Results!
Based on our revenue projections of $70,000 in incremental business, our analysis recommended The Island invest $18,000 in marketing costs on the campaign. The client tracked ‘bowling’ rounds, and with the tournament now complete (June 2005), they generated $97,735 in new revenues. General Manger, Glen Clouatre, is very happy!

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